Examining the attitudes and digital behaviors of internet users aged 24-37

Millennials

Discover our data

Key insights

Lifestyle & financesHow did this group get to where they are now? What is their financial situation, daily habits, and attitudes to health?

Media & entertainmentWhat types of media do they spend most of their time on each day? Which streaming services do they engage with and how do they game?

Social mediaWhat are millennials’ attitudes to social media, and which are their favorite platforms? How can brands engage with them via video and livestreaming?

Buying habitsHow do they prefer to shop and what was the impact of COVID-19 on their purchases? What can brands do to appeal to millennials?

Appendix

Notes on methodology

More from GWI

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48

06

60

62

66

08

36

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In this report

GWI Generation reports are designed to examine the digital behaviors of a particular gener-ation – showcasing trends over time as well as analyzing how the audience in question compares to the overall internet population. In this report, we place the spot-light on millennials – consumers aged 24-37.

Methodology & definitions

All figures in this report are drawn from GWI’s online research among internet users aged 16-64. We only interview respondents aged 16-64 and our figures are representative of the online populations of each market, not its total population. Note that in many markets in Latin America, the Middle-East and Africa, and the Asia-Pacific region, low internet penetration rates can mean online populations are more young, urban, affluent and educated than the total population. Each year, GWI interviews over 688,000 internet users aged 16-64 via an online questionnaire for our Core dataset. A proportion of respondents

complete a shorter version of this survey via mobile, hence the sample sizes presented in the charts through-out this report may differ as some will include all respondents and others will include only respondents who completed GWI’s Core survey via PC/laptop/tablet.

Throughout this report we refer to indexes. Indexes are used to compare any given group against the aver-age (1.00), which unless otherwise stated refers to the global average. For example, an index of “1.20” means that a given group is 20% above the global average, and an index of “0.80” means that an audience is 20% below the global average.

Each chart from our ongo-ing global research in this report contains a hyper-link that will bring you straight to the relevant question on our Platform, where you can investigate all data by demographics, over time, and among your own audiences.

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platform

Information about the source and base

Source

Base

Each of the graphs is numbered More information can be found in the Appendixsection at the end of this report

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5

Keyinsights

Millennials are slowly becoming the benchmark of consumer behavior.

2020 saw the world rapidly acceler-ating most of the digital consumer trends that were already underway prior to the crisis. From shopping and banking to entertainment and work, our lives largely moved online, and so did consumer behaviors. As a result, we’re seeing millennials’ digital-first habits becoming the norm, and slowly replacing their predecessors, Gen X, to represent the most common con-sumer behavior.

Despite numerous setbacks, millennials remain positive.

This is a generation that more than any other has been set back by economic crises during their peak earning years. With 12% being temporarily laid off or placed on furlough and 7% having lost their job, millennials have been dispro-portionately impacted by the economic turmoil of COVID-19. However, they maintain a very positive mindset when it comes to their personal finances. Even though nearly 4 in 10 in the U.S. and UK say the outbreak has had a big or dramatic impact on their finances, globally, they’re much more likely than other generations to think this will improve in the next 6 months.

They grew up gaming and it shows.

Gaming shines through in every aspect of millennials’ lives – from their interests and entertainment behaviors, to what influences them as consumers; and the pandemic has accelerated this. Our Zeitgeist research from October showed that 38% in the UK/U.S. are playing more video games since the outbreak began, jumping to 42% among younger millennials. They spend longer on con-soles than the average and are loyal to PlayStation.

Building your brands goes hand in hand with building their brand.

To appeal to millennials, brands need to prioritize their status and make them feel special in every step of the purchase journey. This cohort stands out the most from the average inter-net user in wanting brands to improve their image and reputation. They’re a status-seeking bunch and are unlikely to be intrigued by brands that don’t make them stand out from the crowd. Earning their loyalty will be rewarding given that they’re also the most likely generation to shout out about a brand to their friends and family.

They don’t have negative views of social media but are conscious of its impact on mental health.

Millennials are slightly more likely than other age groups to believe social media is good for society. But their relatively positive view doesn’t mean they aren’t aware of the time they spend scrolling through their social media feeds. They are more likely to have tracked their screen time and are also the most likely generation to say they’re using social media less than they used to.

7

01Lifestyle & finances

Profiling millennials

Rural

Full-time worker

Self-employed

Part-time worker

UnemployedStudentFull-time parentOther

Suburban

Urban

Living environment Employment status

67

22

11

63

11

8

8

44

2

Lifestyle & finances

All millennials (24-37) Younger millennials (24-30) Older millennials (31-37)

My partner

My child(ren)

My parent(s)

Other family member(s)

I live alone

Roommate(s)/friend(s)

Others

56

45

37

16

7

3

2

46

32

44

19

8

4

2

70

60

28

12

6

2

1

% of millennials who live with...

Living arrangement

54

32

121 | 1

41

42

15

1 | 1

70

18

92 | 1

Married

Single

In a relationship

Divorced/widowed

Other

Relationship status

1

GWI Q3 2020 66,466 millennials aged 24-37 • 35,084 millennials aged 24-30 • 31,382 millennials aged 31-37

9

With the oldest millen-nials nearing 40 while the youngest are in their mid-20s, this consumer segment is an elusive and diverse bunch and a key target for brands. At the beginning of 2020 they represented the single largest generation in the global full-time work-force (65%). However, with 12% being tempo-rarily laid off or placed on furlough and 7% having lost their job, millennials have been dispropor-tionately impacted by the economic tur-moil of COVID-19.

Referred to as the “Recessionals”, this is a generation that more than any other has been set back by economic crises during their peak earning years; and this has taken a toll on the major milestones of their lives. Compared to other generations they’re more likely to postpone commit-ments like marriage, parenthood, and home ownership. Their debt is progressively accru-ing as they get older, while at the same time, their savings and

investments decline. In fact, according to Experian they’re the generation with the fastest-growing debt.

Despite this, millen-nials are all in for the cause; their support for charities increases with age, with a quar-ter of millennials today donating regularly or semi-regularly (more than any other gen-eration). So, despite numerous setbacks, this consumer seg-ment remains a savvy and woke bunch.

From 17 to 37: The life of a millennial

COVID-19

7%of millennials have lost their jobs

Lifestyle & finances

11

In full-time employment Parents

Home owners Have a short-term loan

48 50 55 57 56 59 65 65

2013 2020

22 25 29 33 35 42 46 53

2013 2020

67 66 70 70 70 72 74

2013 2020

23No data 24 26 27

2013 2020

Timeline of millennial milestones

Please note trended data accounts for year-on-year ageing of the sample

No data

Have cash/savings/pension Invested in real estate/property*

Donate to charity regularly/semi-regularly

75 73 69 66 68 69 68

2013 2020

21 20 20 14 16 17 16

2013 2020

19 18 20 25 25

2013 2020

59,315 (2013) • 64,967 (2014) • 75,966 (2015) • 80,930 (2016) • 144,803 (2017) • 184,059 (2018) • 225,553 (2019) • 197,654 (2020) millennials born between 1984-1997

GWI 2013-2020 (Averages of waves conducted between Q1 2013-Q3 2020)

2

*other than the one they live in

13

LEADERSHIP ROLES

19%of millennials hold managerial roles

Before we move on to looking at millennials as consumers, it’s important to recognize this cohort’s influence in the B2B world. With over 4 in 10 describing themselves as career-focused, millenni-als are moving through the ranks and increas-ingly taking on leadership roles in the workplace. They’re most likely to be in management (19%) or executive management roles (16%) and nearly half of them are the ulti-mate decision-makers in their companies, with a particular influence over hardware and software

products. This makes them a particularly appealing demographic for B2B brands.

When it comes to soft-ware tools, the biggest opportunity lies with customer support tools like Zendesk and sales or lead tracking software like Salesforce. Currently, these are the tools that around a third of millen-nial tech decision-makers don’t use in their compa-nies but would consider purchasing. The good news for brands is that they’re also more likely to be interested in the

paid-for versions of these tools than their free equivalents. This is likely due to two main reasons: first because this group is willing to accept the trade-off between pre-mium price and better functionality; and second because for most soft-ware products, they’re more likely using trials first rather than jump-ing on the paid versions straightaway. Although millennials are all in for experimenting with new tools, more than any other cohort, they seek reassurance before com-mitting to a decision.

Professional life

Lifestyle & finances

If you’d like more information on the new generation of B2B buyers, please see our Work in BETA report.

All products (net)

Hardware (e.g. computer equipment, mobile phones, etc)

Software (e.g. programs, online services, licenses, subscriptions, etc)

47

33

24

38

27

21

Millennials Other professionals

Customer support tools(e.g. Zendesk,

Freshdesk)

CRM/sales/leadtracking software (e.g.Salesforce, Hubspot)

Project managementtools (e.g. Trello, JIRA)

Analytics services (e.g.Google Analytics)

Collaborativecommunication/sharingtools (e.g. Slack, Skype)

34 32 28 24 2112 9 9 7 814 14 12 9 8

Do not use Would consider free version Would consider paid-for version

3

5,540 millennials aged 24-37 and 12,254 other professionals in 10 countriesGWI Work Q2 2020

Millennials as decision-makers% who are ultimate decision-makers when their company is purchasing the following

% of millennial tech decision-makers who...

The opportunity in software

15

When it comes to their financial situation mil-lennials don’t deviate too much from the average consumer, but it’s impor-tant to consider the wide age bracket of this cohort. Older millennials are better off financially than their younger coun-terparts, primarily due to a larger proportion of them working full-time. But with 25% of younger millennials occupying the high-income group, they’re still more well-off than Gen Z aged 16-23, of which only 18% are high earners.

It ’s also important to recognize that not all of

them have responded to the crisis in the same way. For example, freelancers have found it most chal-lenging to keep their work contracts, and as a result, they’re most likely to have used their savings (46%). At the same time, stu-dents have been more likely than other millennial groups to have taken out a loan as a response to the outbreak (15%).

Despite all the economic and financial setbacks, millennials maintain a very positive mindset. Even though nearly 4 in 10 in the U.S. and UK say the outbreak has had a big or dramatic impact

on their finances, globally, they’re much more likely than other generations to think their situation will improve in the next 6 months (57% vs 48%). This is due to key attitudes and behaviors this group exhib-its compared to others; they not only feel more confident at managing their money and are more mindful of their spending, but are also utilizing technology to help them with this.

Brands shouldn’t be dis-couraged by millennials’ financial hardships at this time as they hold the nec-essary mindset and past experience to recover from a financial shock.

Financial situation

SAVINGS

46%of millennial f reelancers are most likely to have used their savings

Lifestyle & finances

… say their personal finances will get better in the next 6 months

...say they're good at managing money

...have tracked their spending on their mobile in the past month

…say they're money-driven

57

38

36

25

48

36

32

22

Millennials

Other generations

All millennials(24-37)

Younger millennials(24-30)

Older millennials(31-37)

33

36

29

33

33

33

29

25

33

5

6

5

Low Medium High Don't know/prefer not to say

4Income

Financial awareness and mindset

66,466 millennials aged 24-37 • 35,084 millennials aged 24-30 • 31,382 millennials aged 31-37GWI Q3 2020

17

Millennials are often named as the generation of no income, no job, no assets. Our data proves that for our investors at least, this stereotype is incorrect

VICTOR TROKOUDES, CEO & co-founder of Plum

Investments & shareholding

The crisis has brought a new generation of inves-tors on the horizon, a large majority of which are younger audiences like Gen Z and millen-nials. Despite often being portrayed as the cohort lacking financial literacy or security, our research shows they’re actually the most likely group to own some kind of savings or investments (87%). Millennials still lag somewhat behind their older counterparts when it comes to invest-ing in stocks and shares though, as they’d rather put their money in less risky options like gold, for example. However, they’re catch-ing up fast and they’re doing it in new ways. The

outbreak and the sub-sequent stock market crash have presented an opportunity for the more inexperienced and younger users to enter the world of investing. Since 2019 we saw an increase in millennials investing in stocks and shares across all regions but APAC. However, fol-lowing the results of the U.S. election, it’s likely that as the U.S.-China relationship improves, the stock market will entice new entrants from Asia too. Currently, North America holds the largest share of millennial stock and share investors at 32% and our U.S. dataset shows they’re much more likely than the

average investor to be using new solutions like the no-fee start-up trad-ing platform Robinhood. The fact that this is the second most widely used platform among this group just behind Fidelity shows how unique mil-lennial investor behaviors are to those of their older counterparts; most of all, they’re looking for simple and intuitive tech solu-tions that allow them to enter the stock market free of charge. As this eco-conscious group increasingly represents a greater portion of decision-makers in the workplace and company shareholders, we’re likely to see sustainability rising as a top priority for businesses they have a stake in.

Lifestyle & finances

Close to a quarter of U.S. millennial investors use Robinhood, 2.21x as likely as the average stock investor

5

179,957 (2019) • 44,780 (Q3 2020) millennials aged 24-37GWI 2019 & Q3 2020

Millennials who own stocks/shares

Asia Pacific

Europe LatinAmerica

Middle East & Africa*

North America

2019 Q3 2020

25

+17 +43 +32 +36

22 11 13 9 13 12 16 23 32

% change -12

*excluding Ghana, Nigeria, Kenya and Morocco

19 19

Health-consciousness

Millennials are at the forefront of the health-con-scious era, with almost half of them describing them-selves as such. But this isn’t just a label they’ve given themselves – it’s an attitude translated into their interests, lifestyle, and behaviors as consumers.

Out of the 51 interests we track, health foods/drinks is the 6th most popular inter-est millennials have (47%), which is higher up in their list of interests than other generations. As a result, their diets can differ from that of the average inter-net user. When compared to their older counterparts, millennials are more likely to buy health foods (32%)

each month, and less likely to purchase frozen meals, soft drinks, and spirits. They’re also interested in vegan and vegetar-ian foods (12% and 20%, respectively), especially the females and the high earn-ers of this cohort.

Millennials’ health-con-scious lifestyle isn’t just about their diet – they’re very keen sports play-ers and fitness & exercise enthusiasts. Although the impact of the outbreak has been felt across the indus-try, in Q3 2020 it ’s still 46% of millennials who say they go to the gym at least once a week, compared to just 34% of other genera-tions. Our research in the

UK and U.S. from August shows they’re also the least likely group to have can-celed their membership. However, it’s still half who said they’ve canceled and businesses in this space will be thinking about ways of enticing those customers back once the outbreak is over.

The future of the fitness industry is uncertain but the primary driving force behind its recovery will most likely be the millennial group. Similar to their finances, millennials are more likely than others to rely on technology to help them improve their health and fitness; and the pan-demic has accelerated this trend even further. When we

asked people during peak lockdown back in April which types of keep-fit activities they were doing, millennials were the most likely cohort to livestream exercises online (28%).

Post-COVID, we expect this group to continue engag-ing with virtual workouts alongside gym and outdoor activities, although digital formats will likely diminish in importance once the out-break is over. It’s inevitable the industry will move toward a more hybrid future though, as online classes have so far proved fruitful additional revenue streams. With play-ers like Apple entering this space, it’s clear that virtual fitness won’t be short-lived.

21 21

go running/jogging

% who do the following at least once a week

% who are interested in…

59%go to the gym46%

The attitude

The interest

The action

% who describe themselves as health-conscious

Health foods/drinks Personal healthcare Playing sport Fitness & exercise Outdoor activities(e.g. camping)

47 42 41 39 35

All products (net)49

Lifestyle & finances

29 28 25

… trust new technology toimprove their health

… have used a health,fitness and nutrition app

in the last month

… are comfortable withtheir apps tracking their

activity (e.g. walking,sleeping)

33 32 27

Millennials Other generations

66,466 millennials aged 24-37 • 112,735 internet users from other generations

GWI Q3 2020

6

Technology’s key to their health

23 23

7% of millennials say they have a mental health condition, jumping to 21%+ in the U.S., UK, Sweden, and Australia

Mental health

Millennials’ health-con-scious mindset isn’t limited to their physical health. In fact, from our research in September we found that millenni-als in the UK and U.S. are more concerned with their mental and emo-tional wellbeing (35%) than their physical health and fitness (31%). However, there’s more to be done in terms of nor-malizing mental health issues and enticing this cohort (especially males and lower-income groups) to talk about it. At only 32%, millen-nials are the least likely generation to say they’re comfortable discussing mental health.

The role of govern-ments, brands, and businesses at this time

is to proactively address the issues consumers might be facing with their lives and adapt quickly to the chang-ing landscape. Our Zeitgeist research from September shows that millennials are most likely to turn to friends and family for support (63%), but what’s strik-ing here is the fact that social media (34%) and medical professionals (39%) are almost on par for this segment. For males, social media is even a more popular source of support than medical professionals. This suggests that more awareness needs to be raised when it comes to the importance of look-ing after one’s mind in the same manner as looking after one’s body.

Lifestyle & finances

7

8

I feel comfortable talking about my mental health

Sources of support

% of millennials in 7 countries* who feel able to turn to the following for support

2,497 millennials aged 24-37 in 7 countries

Breakdown of millennials who say the statement above describes them

66,466 millennials aged 24-37

GWI Zeitgeist September 2020

GWI Q3 2020

17% | 1.09 IDX 17% | 1.16 IDX 8% | 1.45 IDX

23% | 1.24 IDX 21% | 1.15 IDX

39% | 1.12 IDX 34% | 1.10 IDX 63% | 0.96 IDX

Friends &family

Medicalprofessionals

Social media

24% | 1.15 IDX

One-to-one counselling services

Websites/blogs

Online supportforums

Local/communitygroups

Online/telephoneservices

My employer

by incomeby gender

LowMale 31

Medium

HighFemale 33

28

33

37

*Brazil, China, France, Germany, India, UK, U.S.A.

25

02Media & entertainmentEntertainment activities

Overall, millennials consume all sorts of media more than the average inter-net user. They spend more time on all behaviors listed in the chart, except linear TV, where they lag behind some-what. This is likely due to the increasing popularity of online TV among this audience, with them spending around 15 minutes longer per day streaming in 2020 compared to 2018. Engagement with broadcast TV is especially pro-nounced in Europe and North America where internet users typically spend much more time there than on its online equivalents; and millennials are no exception.

Where millennials really stand out from the rest of the online population is when it comes to playing on games consoles.

They’re 23% more likely to use these devices to play games so it’s not sur-prising that they spend longer there as well. Later in the report we explore in more detail the implications for brands in the gaming space.

Podcasts also deserve special attention here. Although they’re still less popular than music streaming, they’ve enjoyed steady growth among millennials. With their informative and off-screen nature, the proportion of millennials listening to podcasts on their mobile has grown eight percentage points since 2017, reaching 35% in 2020. This is a relatively novel but a potentially fruitful way for brands to reach this audience, especially when millennials are more likely than average to discover new brands via podcasts.

Media & entertainment

9

GWI 2017-2020 (Averages of waves conducted between Q2 2017-Q3 2020)

GWI Q3 2020

109,796 (2017) • 184,059 (2018) • 225,553 (2019) • 197,654 (2020) millennials aged 24-37

44,780 millennials aged 24-37

Social media

Radio

Music streaming

Podcasts

Linear TV

Online TV

Online press

Physical press

Games

2:34

1:02

1:40

1:03

1:55

1:37

1:22

0:57

1:23

2:25

1:00

1:30

0:54

1:58

1:26

1:12

0:50

1:11

h:mmMillennials Average internet user

2017 2018 2019 2020

27 29 34 35Engagement with podcasts

Time spent on entertainment

% of millennials who have listened to/watched a podcast on their mobile in the past month

10

Average time spent on the following each day

27

Online TV engagement

Streaming online TV has been one of the most popular activities during the pandemic. Just under 6 in 10 millenni-als in early July said they’re watching more shows because of the outbreak and a quarter said they’re going to continue to do so once the outbreak is over. Watching subscription ser-vices is their favorite type of online TV, with Netflix being their go-to plat-form globally.

And while many believe Netflix faces strongest competition from Amazon Prime Video in North America due to the popularity of the brand as a retailer, this isn’t the case anymore.

Hulu is equally as popular at 45%, with the platform enjoying steady growth since Q1 2019.

Although local competition in the Asia Pacific region is high, engagement with Netflix here shouldn’t be under-estimated. The figure increases from 29% to 52% when we remove China from the equation, making Netflix the top streaming service millennials use in the region. Home-born iQiyi takes the top spot in China, but with the platform announcing the first price increase since its launch, it remains to be seen whether iQiyi will manage to keep the leading position.

Media & entertainment

11

GWI Q3 2020 44,780 millennials aged 24-37

Watch subscriptionservices such as Netflix

Watch a TV channel'scatch-up/on-demand

service

Watch shows that youhave recorded from TV

69 61 5362 54 48

Millennials Average internet user

TV on-demand and streaming

% who do the following at least once a week

29

Movie streamingaround the world

12

GWI Q3 2020 37,260 millennials outside of China • 7,520 millennials in China aged 24-37

Engagement with streaming services

% of millennials who have used the following services to watch/download content in the past month

Asia Pacific (Exc. China)

Europe

Latin America

Middle East & Africa China

North America

522118

493225

685545

523630

Netflix YouTube PremiumAmazon Prime Video

854228

Netflix Amazon Prime VideoYouTube Premium

754545

Netflix Hulu*Amazon Prime Video

Netflix Amazon Prime VideoYouTube Premium

Netflix YouTube PremiumShahid.net**

iQiyiYouKu & TudouMangoTV

* Tracked in the U.S.** Tracked in Egypt, KSA & UAE

31

All millennials(24-37)

Younger millennials(24-30)

Older millennials(31-37)

38

42

34

896 UK/U.S. millennials aged 24-37 GWI Zeitgeist October 2020

Gaming

Another behavior where we see stronger than ever engagement among millen-nials is gaming. Our Zeitgeist research from October showed that 38% in the UK/U.S. are playing more video games since the outbreak began, jumping to 42% among younger millennials. Each month they’re engaging in a number of different activities, not all of which are limited to actively playing games. For example, millennials are more likely to passively watch gaming content like esports (1.20 IDX) and live gaming streams (1.19 IDX). That’s part of the reason why Twitch continues to enjoy a growing popularity among millen-nials, with 16% of them using it on a monthly basis.

I play more video games than before the outbreak

13

in the UK/U.S.

Media & entertainment

14

GWI Q3 2020 44,780 millennials aged 24-37

Played or downloaded a free-to-play video game

Played a game online with your real-life friends

Watched a live gaming stream

Watched an esports tournament

Shared an image/video of your gameplay online

Purchased an in-game item/feature using a micro-transaction

Purchased a video game from an online store/digital platform

Played a game using cloud gaming platform/streaming service

Purchased a physical video game

Used a subscription service such as XBOX LIVE, PlayStation Plus

35

33

18

16

15

12

11

9

9

9

1.04

1.11

1.19

1.20

1.16

1.21

1.18

1.23

1.30

1.25

IDX

Top 10 gaming activities

% of global millennials who have done the following gaming activities in the past month

33

Use now

Interested in buying

45 28 23

57 30 26

Millennials are the generation that essentially grew up playing on game consoles, with the oldest of this cohort being around 10 years old when PS1 was introduced. Fast forward to today and the console loyalty shines through; PlayStation is the most popular console brand both in terms of current usage and future intent. Close to half of con-sole gamers own a PS4 and just under 6 in 10 are interested in buying the PS5.

But we can’t underestimate the cost factor here, especially with such a big-ticket item. Price is the most important factor millennial gamers will consider when purchasing a new console (54%) and by some distance from the rest of the factors in the chart. Game avail-ability is also a much bigger priority than any hardware option, with 4 in 10 millennials considering the game titles when buying. However, this demo-graphic places a higher than average value on the design of the controller (1.25 IDX) and their existing relation-ship with the brand (1.25 IDX), which once again highlights their loyalty as gamers. So, millennials might be willing to accept the premium price provided that these criteria are met.

The console war 15

7,150 millennial console gamers aged 24-37GWI Q3 2020

% of millennial console gamers who...

Media & entertainment

16

GWI Zeitgeist October 2020 665 UK/U.S. millennial gamers aged 24-37

Price

The games titles that are available

Speed/processing power

Storage

Controller features/design

My existing relationship with the brand

Cross-gen/backward compatibility

Visual/audio output

If my friends have the same console

If it's family-friendly

If I can use it on-the-go

If it integrates with my other devices (e.g. mobile)

54

40

32

28

26

24

22

21

20

18

12

12

1.01

1.17

1.15

1.19

1.25

1.25

1.22

1.06

1.34

1.00

1.27

1.07

IDX

Purchase factors

% of UK/U.S. millennial gamers who say the following are important to them when purchasing a new console

35

03Social media

Social media and digital wellbeing

Social media has long been under the microscope for its effect on consumers’ well-being, with the digital detox trend exploding around 2019. However, these channels proved instrumental in keep-ing us connected during the crisis and helped combat feelings of loneliness. But what are millennials’ views on digital wellbeing now?

They aren’t too far from other generations, but it’s still a higher proportion who believe social media is good for society (38% vs 35% for others). At 45%, this sentiment is especially pronounced among heavy social networkers within this

group. But their relatively positive view doesn’t mean they aren’t aware of the time they spend scrolling through their social media feeds; and they’re willing to take action to mediate it. Millennials are more likely than other gen-erations to have tracked their screen time and are also the most likely cohort to say they’re using social media less than they used to.

When it comes to the nega-tive effects of social media, millennials are on par with other generations to think that these channels make them feel anxious. But when we dig deeper, we can see that those expressing this

sentiment are actually more likely to use social media for purely “social reasons”. For example, they’re 21% more likely than the average mil-lennial to share personal details of their lives and 19% more likely to make sure they don’t miss out on any-thing. Social media is known for promoting such feelings of “FOMO” (fear of missing out) and can have a nega-tive impact on this group’s mental health. So, although FOMO is considered an effective strategy brands can tap into to engage millennials, they should be cautious about leveraging what can potentially lead to feelings of anxiety.

Social media

17

GWI Q3 2020 66,466 millennials aged 24-37 • 112,735 internet users from other generations

Attitudes to social media

Screen time tracking

I think social media is good for society

I worry I spend too much time on social media

I am using social media less than I used to

I feel using social media causes me anxiety

38 | 35 22 | 20

16 | 1527 | 27

26 23

Millennials Other generations

% who have tracked their screen time or set limits for certain apps on their mobile

Millennials are more likely than other generations to have tracked their screen time and are also the most likely cohort to say they’re using social media less than they used to

37

Leading social platforms

Millennials’ social media usage spiked during Q2 2020 when the first global lockdowns took place and 45% of this cohort reported spending longer on these channels. But the novelty of having excess time to devote to these activities has slowly worn off and the time they spend each day went back from 2h41m in Q2 to 2h34m in Q3 2020.

Millennials hold a very broad portfolio of social accounts so capturing their attention on a single platform during those two and a half hours of their day won’t be easy. They have an average of 9.2 social media accounts which makes them bigger multi-networkers than any

other generation, even their younger counterparts – Gen Z.

That doesn’t mean that all of these accounts are being used on a regular basis and with the same frequency. For example, outside of China, YouTube has slightly less reach among millenni-als than Facebook, but it enjoys much more monthly and daily engagement. In fact, YouTube is the only platform that draws in more users than members, which is a result of visitors to the site being able to freely consume the con-tent without an account. On the contrary, although a substantial number of millennials have accounts with services like WeChat,

LinkedIn, and Snapchat, only a small proportion of them actually use these platforms regularly.

TikTok is a platform gener-ally associated with Gen Z, but it deserves a mention here too. It was relatively niche with the millennial audience in 2019, but the outbreak has put it front and center, especially among those with young children. With its user-gen-erated short-form videos, TikTok has lent itself to being a one-stop shop for fun and family-oriented content. Brands target-ing millennial moms or dads shouldn’t think twice about reaching them on the platform.

SOCIAL PLATFORMS

9.2Average number of social media accounts owned by millennials

Social media

GWI Q3 2020 55,169 millennials • 18,878 millennials with young children outside of China aged 24-37

Facebook

YouTube

Facebook Messenger

Instagram

WhatsApp

Twitter

LinkedIn

Snapchat

Pinterest

WeChat

Members Monthly visitors Daily visitors

Top 10 social platforms 18

% of millennials outside of China who are members/visitors of the following platforms

39

19

1 2 3 4 5

All millennials Millennials with young children

Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020

GWI Q3 2020 55,169 millennials • 18,878 millennials with young children outside of China aged 24-37

The growth of TikTok

% of millennials outside of China who have visited TikTok in the past month

Social media

41

Following the global trend, millennials’ social behaviors are less focused on sharing personal information and more purpose and enter-tainment-driven. Keeping track of news and current affairs and finding funny or entertaining content are their top reasons for logging in. For younger millennials, the latter takes precedence, while the opposite applies for the older representatives of

this group. The outbreak has put these two habits front and center, and this is also evident in the accounts they follow on social media. Males and females have quite distinctive views when it comes to who they want to see on their feeds; but gen-erally, they’re more likely to follow accounts that align directly with their interests, entertain them, and keep

them informed. For exam-ple, as the keener gamers, men are much more likely to follow gaming bloggers, while women would like to see con-tent from beauty creators. It’s important for brands looking to influencer marketing as a way to move beyond tradi-tional methods of advertising to recognize that millennials are a very diverse group and a one-size-fits-all approach won’t be best-suited.

Social media motivations

As the keener gamers, men are much more likely to follow gaming bloggers, while women would like to see content from beauty creators

Social media

To stay up-to-date with news and current events

To find funny or entertaining content

To fill up spare time

To stay in touch with what my friends are doing

To share photos or videos with others

To research/find products to buy

General networking with other people

Because a lot of my friends are on them

To share my opinion

To network for work

36

36

34

32

29

28

27

25

24

23

Gaming bloggers

Sports stars

Entrepreneurs

Politicians

Comedians

1.44

1.41

1.23

1.21

1.18

1.80

1.38

1.29

1.24

1.22

Average internet user (1.00 Index)

Beauty bloggers

Chefs/food bloggers

Trainers/fitness bloggers

TV presenters

Other bloggers

Female

Male

1

2

3

4

5

1

2

3

4

5

GWI Q3 2020 66,466 millennials aged 24-37

Social media motivations Accounts followed 2120

% of millennials who say the following are their main reasons for using social media

The most distinctive accounts millennials “follow” on social media

43

Video and livestreaming

Fittingly for such an enter-tainment-seeking group, video-based content is a calling card for their social visits. While watching videos is a more popular behavior on Facebook, Instagram takes the lead when it comes to engagement with “Stories” and long-form videos on IGTV. With its latest video feature “Reels”, it’s clear that the Facebook suite is making moves to attract younger demographics, as TikTok has done, by focusing on pushing more entertain-ment-driven content on its platforms.

Videos on social media portray brands in new

ways, while capturing and holding viewers’ atten-tion more effectively. Most importantly, using social video as a marketing strat-egy is less intrusive than the use of banner ads and allows brands more opportunities in conveying their message and earn-ing consumers’ trust. But entertainment and earning trust is just the beginning. Ultimately, Facebook’s end goal is to enhance its advertising revenue and turn the users on its platforms into shoppers, especially at times when online shopping is boom-ing; and millennials are a key demographic here.

Our Zeitgeist research from November shows that video content is truly inspirational for them when it comes to making a purchase. Gaming livestreams is the most dis-tinctive video type for this group (1.58 IDX) as that’s what they resonate the most with, especially the males among them. Females are much more likely to have been inspired by influencer stories (1.37 IDX) and celeb-rity videos (1.33 IDX). With livestream shopping a key trend for 2021, video isn’t just a nice-to-have anymore, it’s a must-have in an era when product differentiation in an over-crowded online space is harder than ever.

If you’d like more information on

livestream shopping, please see

our Connecting the dots report.

45

GWI Q3 2020Please note these figures are based on those who have actively engaged with/contributed to each platform or used its app44,780 millennials aged 24-37

Demand for video and live content

Watched avideo

Watchedsomething onFacebook Live

Created orviewed a story

Watchedsomething onFacebookWatch

Facebook Instagram

Watched avideo clip

Created orviewed a Story

Watchedsomething onIGTV

Used the livefeature

% of millennials who have done the following in the last month

22

GWI Zeitgeist November 2020 913 millennials in the UK and U.S. aged 24-37

Purchase inspiration via video content

17

17

14

16

17

23

10

11

1.58

1.30

1.30

1.29

1.28

1.26

1.20

1.14

Gaming livestream

Story posted by an influencer

Video posted by a celebrity or vlogger

Social livestream

Story posted by a brand

Video posted by a brand

Personalized video in an email

Zoom class/tutorial

IDX

Average internet user (1.00 Index)

% of UK/U.S. millennials who have been inspired to purchase a product/service in the last 3 months by the following (sorted by over-index)

23

47

04Buying habits

It’s often assumed that as the most digitally-oriented audience, Gen Z are the most likely generation to buy online; but as the first digitally-na-tive generation, millennials are in fact the most likely cohort to prefer online than in-store shopping. This is not to say that millennials don’t shop in-store, but it’s certainly an indica-tion that they find online channels more convenient. There are some markets like Russia, Morocco, South Africa, and Switzerland where this consumer segment still prefers offline than online shopping methods. But the fact that 56% in South Africa said they’ll shop online more frequently after the outbreak is over suggests online shopping may soon be millen-nials’ preferred method worldwide.

Millennials are also the most likely generation to be impulse shoppers and to pay for access rather than own-ership. This is due to their willingness to experience more while avoiding the responsibilities associated with ownership; but it’s also influenced by the fact that they’re the driving force behind the sharing economy. For example, millennials are much more likely to have paid for a music or movie streaming service than for actual downloads; and this goes well beyond just digital goods. Even though 69% globally own a car, they’re still the most likely cohort to be using taxi or ride-sharing apps each month at 33%. As this article puts it, for them “owning a car is less privilege and more liability”.

Buying habits

GWI Q3 2020 66,466 millennials aged 24-37 • 112,735 internet users from other generations

Buying preferences

24

Shop online

Spend money on anexperience

Pay to access aproduct/service

Sacrifice otherspending to buy aproduct sooner

Gen Z(16-23)

Millennials(24-37)

Gen X(38-56)

Babyboomers(57-64)

6260 56

52 50 48

47

45

35 3332

32 2928

27

24

49

COVID-19 impact on purchases

Even though millennials’ attitudes to buying paint them as impulse shop-pers, the pandemic has certainly made them more considerate when it comes to their purchases. 4 in 10 in the UK and U.S. have experienced a big or dramatic impact on their finances and the same proportion have also reduced spending on non-essential purchases. Similar to other internet users, clothing is the number one item that millennials have scratched off their shopping lists (32%), followed by shoes (26%). It’s not all doom and gloom though as our data shows consumers have likely done some catching up during the festive period. What’s more important here is the

pandemic’s impact on brand loyalty. Millennials aren’t the most loyal con-sumers to begin with, and the outbreak has only accelerated that. They’re less likely than their older counterparts to say they’re loyal to the brands they like; and we can also see from our research in October that they’re above the aver-age for trying different retailers and new brands during the pandemic. With the surge in online shopping, a brand’s competitor is only a click away and it’s easier than ever for millennials to switch their loyalties. Brands will need to work even harder to attract and keep their attention online, and in the next sections we discuss where and how they can do that.

Buying habits

32

26

21

21

20

Clothing

Shoes

Alcohol

Electronics

Cosmetics,skincare andfragrances

Non-essentials (e.g. new clothes, music)39

Essentials (e.g. food, toiletries, electricity)24

GWI Zeitgeist November 2020

913 millennials aged 24-37 in the UK and U.S.

Reduced spending Top 5 cut-backs25 26

% of UK/U.S. millennials who have reduced spending on the following because of the pandemic

% of UK/U.S. millennials who have cut back on buying the following

GWI Zeitgeist October 2020

896 millennials aged 24-37 in the UK and U.S.

51

GWI Zeitgeist October 2020 896 millennials aged 24-37 in the UK and U.S.

Changing shopping habits

27

17% | 1.46 IDX

33% | 1.17 IDX

22% | 1.22 IDX

34% | 1.13 IDX

28% | 1.17 IDX

Buying second-hand/pre-owned products

Trying different retailers/stores

Buying cheaper products

Buying online and picking up in-store/curbside pickup

Trying new brands

% of UK/U.S. millennials who have started doing the following more often in the past 3 months (sorted by over-index)

Buying habits

53

Although millennials are still most likely to discover and research new brands via search engines, we can see that social media is slowly making its way up. Social media ads overtook word-of-mouth recommendations as a source of brand discovery for the first time in Q3 2019 and has since then remained the third most popular source just behind TV ads. Looking by market we can see that social ads have actually become the top source of discovery in most developing countries in APAC, but also in Ireland, with other mature mar-kets heading in the same direction. This isn’t surprising given that global social media ad spend skyrocketed during the pandemic, jumping by 56% in Q3 2020 alone. The good news is that mil-lennials aren’t only finding new brands

through ads, they’re also more likely to engage and click on sponsored posts (17% have done so in the past month).

When it comes to product research, these platforms are almost on par with search engines (51% vs. 48%), and they’re even leading in 14 of our 46 tracked markets. It’s clear that slowly but surely social media is becoming increasingly ingrained in millennials’ purchase journey. However, it’s worth noting that consumer reviews are still more prominent research chan-nels in many Western countries, but also in Singapore and South Korea. To attract their attention brands would need a multi-channel approach combining both traditional and online sources.

Brand discovery and research

ADS

29%of millennials say they tend to buy brands they see advertised

Buying habits

GWI Q3 2020 66,466 millennials aged 24-37

Top 5 brand discovery channels

Top 5 online product research channels

28

Search engines

Ads seen on TV

Ads seen on social media

Word-of-mouth recommendations

Brand/product websites

33

31

29

28

28

Search engines

Social networks

Consumer reviews

Product/brand sites

Mobile apps

51

48

39

36

31

Top 3 over-indexes

Ads/sponsored content on podcasts 1.12

Updates on brands' social media pages 1.11

Ads on music-streaming services 1.10

Top 3 over-indexes

Micro-blogs (e.g. Twitter) 1.13

Messaging/live chat services 1.12

Forums/message boards 1.11

IDX IDX

% of millennials who typically find out about new brands and products via the following channels

% of millennials who say they research products/services via the following channels

55

But what about converting them into customers and winning their loyalty? In all but two countries, free delivery is the most common purchase driver among millennials. Globally, it has a substantial lead over coupons and discounts (48% vs 39%), but in South Korea it’s actually the latter that’s more common (63% vs 60% for free deliv-ery). In Indonesia, on the other hand, reviews from other customers are most likely to convert millennials into buyers (1.57 IDX).

Fittingly for such a socially-engaged group, they over-index the most for being motivated by the chance to pur-chase within social media platforms.

And although it’s still only 14% that are enticed by “buy” buttons, the fact that Instagram has made social shopping a priority by putting the Shop tab on the home screen suggests this figure might begin to increase in the future.

Winning millennials’ loyalty and turning them into advocates isn’t an easy feat but it’s certainly rewarding; following the purchase, they’re the most likely generation to shout out about a brand to their friends and family (39% vs 36% for other generations). What brands need to do to achieve this goes beyond just having a good product; they need to tap into their need for status and make them feel special.

Purchase drivers and advocacy

Buying habits

GWI Q3 2020 66,466 millennials aged 24-37

29

Free delivery

Coupons and discounts

Reviews from other customers

Easy returns policy

Quick/easy online checkout process

48

39

34

31

29

High-quality products

Rewards

Love for the brand

Great customer service

Relevant to my interests

47

40

35

34

31

Top 3 over-indexes

Option to use "buy" button on a social network 1.12

Click & Collect delivery 1.12

Entry into competitions 1.10

Top 3 over-indexes

Enhancement of my online reputation/status 1.11

Access to exclusive content or services 1.10

The feeling of taking part/being involved 1.05

IDX IDX

Top 5 online purchase drivers

Top 5 brand advocacy motivations

% of millennials who say the following wouldmotivate them to make a purchase

% of millennials who would advocate a brand for the following reasons

57 57

Brand-building

Building a brand that millennials fall in love with is all about putting their personal brand first, making them feel part of an exclusive community, but it’s also about living and breathing their values. Millennials stand out the most from the average internet user in want-ing brands to improve their image and reputation. They’re a status-seeking bunch and are unlikely to be intrigued by brands that don’t make them stand out from the crowd. Simply put, build-ing your brands goes hand in hand with building their brand.

That’s just one part of the equation though. Millennials are also deeply concerned with today’s social and environmental issues and they expect brands to take a stand on those. From our Zeitgeist research in September, we know that they’re more likely than other generations to want brands to put more focus on supporting and being vocal about social causes since COVID-19 (44% vs 39%). This also comes to light when they make purchasing decisions, with a lack of activism and diversity being real deal-breakers for this cohort.

Building your brands goes hand in hand with building their brand

If you’d like more information on brand purpose,

please see our Connecting the dots report

Buying habits

3130

GWI Q3 2020 GWI Zeitgeist September 2020

66,466 millennials aged 24-37 2,497 millennials aged 24-37 in 7 countries

24

19

29

Help youimprove yourimage/reputation

Run customercommunities/forums

Offercustomized/personalizedproducts

1.08

1.07

1.04

1.22

1.22

1.06

IDX IDX

19

14

15

Lack ofpolitical/socialactivism

Lack of diversityin seniorleadership

Lack of diversityin workforceoverall

These concern me the most when deciding whether or not to buy from a brand

% of millennials in 7 countries who say the above (sorted by over-index)

% of millennials who say the above (sorted by over-index)

I want brands to do the following things

59 59

Appendix

1

2

3

4

5

6

7

8

9

10

11

Where is your household located? • What is your cur-rent working status? • Who lives in your household? • What best describes your marital status? What is your current working status? • How many children do you have? • How many houses/properties do you own? • Do you currently have any of the following? (Short-term loan) • What kind of savings/investments do you have? • On aver-age, how often would you say you donate to charity? (Regularly/semi-regularly)

How much influence would you say you have when your company is purchasing the following products/ services? • Which of the following does your company use? • Would your company consider using free or paid-for ver-sions of any of the following in the next 12 months?

What is your yearly house-hold income before tax or any other deductions? • Which of the following do you feel describes you? • Which of these have you done on your mobile in the last month? (Tracked your spending)

What kind of savings/ investments do you have? (stocks/shares)

Which of the following do you feel describes you? • Which of these things are you interested in? • How often do you typically do the following? (Go to a gym/Go running) • In the last month, which of these app types have you used?

Which of the following do you feel describes you? (I am comfortable talking about my mental health)

Which of these do you feel

13

14

able to turn to for support with your mental wellbeing?

On an average day, how long do you spend on the follow-ing types of media?

In the past month, which of the following things have you done on the internet via a mobile? (Listened or watched a podcast)

How often do you engage with these types of TV? (At least once a week)

In the last month, which of these services have you used to watch/download TV shows, films or videos? Which of these best describes how your gaming behaviors have changed during the COVID-19 outbreak?

Thinking about gaming, which of these things have

12

18

19

21

22

15

16

17

you done in the past month?

Which of these devices do you use for gaming? • Which would you be interested in purchasing?

When it comes to purchasing a new games console, which of these are important to you?

Which of the following do you feel describes you? • Which of these have you done on your mobile in the last month? (Tracked your screen time or set limits for certain apps)

On which of the following services do you have an account? • Which of the following sites/applications have you visited or used in the past month via your PC/Laptop, Mobile or Tablet?

What are your main reasons for using social media?

Which account types are you more likely to follow on social media?

On Facebook/Instagram, which of these have you done in the last month?

Which of these content types have inspired you to purchase a product/service in the last 3 months?

Typically, which of the fol-lowing would you rather do?

As a result of the pandemic, have you or someone in your household experienced any of the following finan-cial hardships?

During the coronavirus pandemic, have you cut back on buying certain brands in any of the follow-ing categories?

Which of these have you

started doing more often in the past 3 months?

How do you typically find out about new brands and products? • Which of the following online sources do you mainly use when you are actively look-ing for more information about brands, products, or services?

When shopping online, which of these features would most increase your likelihood of buying a prod-uct? • What would most motivate you to promote your favorite brand online?

Which of these things do you want brands to do?

Which of these would con-cern you the most when deciding whether or not to buy from a brand?

20

23

24

25

26

28

27

29

30

31

61

IntroductionAll figures in this report are drawn from GWI’s online research among internet users aged 16-64. Please note that we only interview respondents aged 16-64 and our figures are representa-tive of the online populations of each market, not its total population.

Our researchEach year, GWI interviews over 688,000 internet users aged 16-64 across 46 mar-kets. Respondents complete an online questionnaire that asks them a wide range of questions about their lives, lifestyles and digital behaviors. We source these respondents in partnership with a number of indus-try-leading panel providers. Each respondent who takes

a GWI survey is assigned a unique and persistent identifier regardless of the site/panel to which they belong and no respond-ent can participate in our survey more than once a year (with the exception of internet users in Egypt, Saudi Arabia and the UAE, where respondents are allowed to complete the survey at 6-month intervals).

Our quotasTo ensure that our research is reflective of the online population in each market, we set appropriate quotas on age, gender and edu-cation – meaning that we interview representative numbers of men vs women, of 16-24s, 25-34s, 35-44s, 45-54s and 55-64s, and of

people with secondary vs tertiary education.

To do this, we conduct research across a range of international and national sources, including the World Bank, the ITU, the International Labour Organization, the CIA Factbook, Eurostat, the US Bureau of Labor Statistics as well as a range of national statistics sources, government departments and other credible and robust third-party sources.

This research is also used to calculate the “weight” of each respondent; that is, approximately how many people (of the same gender, age and educational attain-ment) are represented by their responses.

Notes on methodology

Sample size by marketThis report draws insights from GWI’s Q3 2020 wave of research across 46 coun-tries, with a global sample of 179,201 respondents.

Argentina 1,501 588 Morocco 936 395

Australia 4,002 1,226 Netherlands 1,265 343

Austria 1,266 385 New Zealand 1,264 403

Belgium 1,265 358 Nigeria 1,016 453

Brazil 5,536 2,414 Philippines 3,084 1,219

Canada 4,778 1,375 Poland 2,033 789

China 24,235 11,297 Portugal 1,242 423

Colombia 2,541 1,067 Romania 1,281 392

Denmark 1,504 387 Russia 3,600 1,297

Egypt 1,757 862 Saudi Arabia 1,492 846

France 5,067 1,440 Singapore 2,777 949

Germany 5,058 1,458 South Africa 1,522 660

Ghana 907 374 South Korea 1,269 333

Hong Kong 1,793 651 Spain 5,042 1,501

India 13,881 5,734 Sweden 2,626 773

Indonesia 5,034 2,165 Switzerland 1,527 484

Ireland 1,256 438 Taiwan 2,269 825

Israel 1,558 572 Thailand 3,785 1,610

Italy 5,075 1,444 Turkey 2,008 826

Japan 3,294 846 UAE 1,778 979

Kenya 1,022 488 UK 10,107 2,952

Malaysia 2,784 1,143 U.S.A. 25,371 8,158

Mexico 4,268 1,920 Vietnam 2,525 1,224

of which are millennials

63

Mobile survey respondentsFrom Q1 2017 on, GWI has offered our Core survey on mobile. This allows us to survey internet users who prefer using a mobile or are mobile-only (who use a mobile to get online but do not use or own any other device). Mobile respond-ents complete a shorter version of our Core survey, answering 50 questions, all carefully adapted to be compatible with mobile screens.

Please note that the sample sizes presented in the charts throughout this report may differ as some will include both mobile and PC/laptop/tablet respondents and others will include only respondents who completed

GWI’s Core survey via PC/laptop/tablet. For more details on our methodology for mobile surveys and the questions asked to mobile respondents, please down-load this document.

Internet penetration rates: GWI versus ITU figuresAs GWI’s Core Research is conducted among 16-64 year-olds, we supplement the internet penetration forecasts for a country’s total population (reproduced above) with internet pene-tration forecasts for 16-64s specifically. Forecasts for 16-64s will be higher than our forecasts for total pop-ulation, since 16-64s are the most likely age groups to be using the internet.

Internet penetration rates across GWI’s marketsGWI’s research focuses exclusively on the internet population and because internet penetration rates can vary significantly between countries (from a high of 90%+ in parts of Europe to lows of c.20% in parts of APAC), the nature of our samples is impacted accordingly.

Where a market has a high internet penetration rate, its online population will be relatively similar to its total population and hence we will see good representa-tion across all age, gender and education breaks. This is typically the case across North America,

Western Europe and parts of Asia Pacific such as Japan, Australia and New Zealand. Where a market has a medium to low inter-net penetration, its online population can be very dif-ferent to its total population; broadly speaking, the lower the country’s overall internet penetration rate, the more likely it is that its internet users will be young, urban, affluent and educated. This is the case throughout much of LatAm, MEA and Asia Pacific.

Internet penetration rates (GWI’s Forecasts for 2020 based on 2018 ITU data)

Argentina 80 Morocco 67

Australia 89 Netherlands 95

Austria 89 New Zealand 94

Belgium 90 Nigeria 50

Brazil 75 Philippines 67

Canada 94 Poland 80

China 62 Portugal 79

Colombia 68 Romania 76

Denmark 98 Russia 85

Egypt 54 Saudi Arabia 90

France 86 Singapore 90

Germany 92 South Africa 64

Ghana 50 South Korea 97

Hong Kong 92 Spain 90

India 45 Sweden 96

Indonesia 42 Switzerland 96

Ireland 87 Taiwan 90

Israel 77 Thailand 59

Italy 88 Turkey 76

Japan 93 UAE 98

Kenya 40 UK 96

Malaysia 84 U.S.A. 90

Mexico 71 Vietnam 70

This table provides GWI forecasts on internet pen-etration (defined as the number of internet users per 100 people) in 2020.This forecasted data is based upon the latest inter-net penetration estimates from the International Telecommunication Union (ITU) for each market that GWI conducts online research in.

65

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